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Bathrooms and Bathroom Accessories - UK - August 2012

INTRODUCTION
Definitions
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Consumer spending on bathrooms and accessories, 2007-17
Figure 2: Consumer spend on bathroom fixtures and fittings, by segment, 2012
Market factors
Figure 3: Number of UK residential property transactions with a value of £40,000 upwards – seasonally adjusted, Q1 2006-Q1 2012
Companies, brands and innovation
Retail distribution
Figure 4: Distribution of bathroom furniture, fittings and accessories, by value, 2011
The consumer
Figure 5: Bathroom refurbishment activity in the last three years or intended in the next 12 months, June 2012
Figure 6: Shopping for bathrooms, own estimates of online spend, June 2012
Figure 7: Factors important when next purchasing a bathroom, June 2012
Figure 8: Shopping for bathrooms, the customer journey, June 2012
What we think
ISSUES IN THE MARKET
What is the customer journey for bathrooms?
How much spending for bathrooms goes online?
Are consumers aware of water-saving possibilities?
Is demand for cabinet furniture in the bathroom growing?
Which retailers are gaining share of bathroom retailing?
TREND APPLICATION
Trend: Extend My Brand
Trend: Hungry Planet
2015 trend: Old Gold
INTERNAL MARKET ENVIRONMENT
Key points
Number of bathrooms in the home
Figure 9: Number of different bathrooms and bedrooms in the home, 2007-11
Figure 10: Number of bathrooms in the home, by socio-economic group, 2011
Extend, don’t move
Figure 11: Ownership of home extensions, 2007 and 2011
Does a bathroom add value to the home?
Would he tackle a bathroom installation?
Saving water
One water label for taps, valves and showerheads
Figure 12: European Water Label, 2012
UK Water Efficient Product Labelling Scheme
Figure 13: BMA water efficiency labels, 2012
Updated water efficiency targets for new homes and conversions
Water efficiency in the bathroom
BROADER MARKET ENVIRONMENT
Key points
Internet first choice for information
Figure 14: Trends in agreement with selected lifestyle statements on other media, 2007-11
Flat conditions in the housing market
Figure 15: Number of UK residential property transactions with a value of £40,000 upwards – seasonally adjusted, Q1 2006-Q4 2011
Lack of feelgood factor linked to house values
Figure 16: Annual change in UK house prices, January 2005-July 2012
Figure 17: Housing equity withdrawal, Q1 2005-Q1 2012
More homes will help boost demand
Figure 18: UK households, by size, 2007-17
More families should boost demand
Figure 19: Trends in the age structure of the UK population, 2007-17
Growth in ABs positive for bathrooms
Figure 20: Forecast adult population trends, by socio-economic group, 2007-17
Interest in the home
Figure 21: Agreement with selected lifestyle statements, 2007-11
25-34s are home-centric
COMPETITIVE CONTEXT
Key points
Consumer spending on household products
Figure 22: Consumer expenditure on selected household products, 2007-11
Bathrooms low down the priority list
Small-ticket items set the pace
Living rooms are on show
Things wear out
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Overview
Figure 23: Roca’s ’90 Degree’ bathtub.
Handle-free taps
Figure 24: Easy Clean Faucet
Bath as a design focus
Figure 25: Bagno Sasso Bath design
Wheelchair-accessible bathing system
Figure 26: Flume Bathtub
Heated fog-free bathroom mirrors
Figure 27: A mirror that demists
Hassle-free installation shower enclosures
Figure 28: Aqualux, easy installation shower
Personalised taps
Figure 29: Aston Mathews, Personalised taps
Energy-saving tap
Figure 30: Inta, Energy-saving mixer tap
Bathtubs with built-in lighting system
Figure 31: Antonio Lupi, Illuminated bathtubs
MARKET SIZE AND SEGMENTATION
Key points
Tough times for bathroom sales
Figure 32: Consumer spending on bathroom furniture and accessories, 2007-17
How the market splits
Figure 33: Consumer spending on bathroom furniture and accessories, 2008-12
Many elements make up the bathroom market
Figure 34: Bathroom fittings and furniture market, by category, 2010 and 2012
Outlook
Figure 35: Consumer spending on bathrooms and accessories, 2007-17
COMPANIES AND PRODUCTS
Manufacturers and brands
Figure 36: Leading companies in the bathroom furniture and accessories market and their brands, 2012
Ideal Standard Group
Jacuzzi UK Group Plc
Kohler Mira
Masco Bathroom Group
Roca
Figure 37: Roca In-drain, 2012
Roper Rhodes
Showerlux
Twyford Bathrooms
Villeroy & Boch (part of VitrA)
Figure 38: Villeroy & Bosch, Vanity unit with extra storage space, 2012
VitrA UK Ltd
Figure 39: Selected other bathroom suppliers, 2012
CHANNELS OF DISTRIBUTION
Key points
Channels of distribution
Figure 40: Distribution of bathroom furniture, fittings and accessories, by value, 2011
Figure 41: Distribution of bathroom furniture, fittings and accessories, by value, 2009 and 2011
UK retailers with bathroom fixtures, fittings and/or accessories
Figure 42: Bathroom retailers, number of outlets in UK and RoI, June 2012
Specialist retailers dominated by Bathstore
Big three DIY chains dominate retail sector
B&Q
Screwfix
Figure 43: Screwfix, Watersmith concept store, Stoke on Trent, 2012
Homebase
Wickes
Builders’ merchants
Travis Perkins
Jewson
Plumbase
Plumb Center
Online bathrooms
Other general retailers
Next
Figure 44: Nextbathrooms.co.uk, 2012
Tesco
Figure 45: Tescobathrooms.com, screen shot, 2012
Asda
Other general retailers
ADVERTISING AND PROMOTION
Key points
Advertising expenditure down
Figure 46: Main media advertising expenditure on bathroom furniture and accessories, 2008-11
Above-the-line media dominated by press
Figure 47: Main media advertising expenditure on bathroom furniture and accessories, by channel, 2008-11
Figure 48: Main media advertising expenditure on bathroom furniture and accessories, by top ten companies, 2008-11
Advertising specifics
B&Q ‘won’t be beaten on price’
Bathstore looks at technology behind design
Victoria Plumb raises profile
Figure 49: Victoria Plumb, example of advertisement, 2011
Aquability aims at the less mobile
Figure 50: Aquability, example of press advertisement
THE CONSUMER – OWNERSHIP AND PURCHASING
Key points
Bathrooms, ownership and purchasing
Figure 51: Bathrooms, shower rooms, wet rooms or cloakrooms at home – all and ABs, June 2012
ABs have more bathrooms
Who purchases bathrooms?
Six in ten have made some changes to their bathrooms
Figure 52: Bathroom refurbishment activity in the last three years, June 2012
Figure 53: Bathroom refurbishment activity in the last three years, by socio-economic group, June 2012
Bathroom plans and intentions
Figure 54: Bathroom refurbishment activity planned for the next 12 months, June 2012
Figure 55: Bathroom refurbishment activity planned for the next 12 months, by socio-economic group, June 2012
Are bathrooms staging a comeback?
Figure 56: Bathroom refurbishment activity in the last three years and next 12 months, June 2012
THE CONSUMER – THE CUSTOMER JOURNEY WHEN BUYING BATHROOMS
Key points
How they shopped
Shopping for bathroom accessories
Figure 57: Shopping for bathroom accessories, use of the internet, June 2012
Shopping for bathrooms
Figure 58: Shopping for bathrooms, the customer journey, June 2012
Four in ten bought goods themselves
Did they buy sets?
Who arranges the fitter?
Multiples outplay bathroom specialists
THE CONSUMER – BATHROOM SPENDING ONLINE
Key points
Bathroom spending online
Figure 59: Shopping for bathrooms, own estimates of online spend, June 2012
THE CONSUMER – FACTORS INFLUENCING CHOICE OF BATHROOMS
Key points
Factors influencing choice
Figure 60: Factors important when next purchasing a bathroom, June 2012
Cut down the running costs
Low awareness of water efficiency labels
Sustainable products
Make life easier
Stylish designs
Building in accessories
Great functionality
THE CONSUMER – TARGET GROUPS
Target customers for bathrooms
Figure 61: Bathrooms, target groups, June 2012
Basic-bathrooms (38%)
Figure 62: Factors influencing choice of bathrooms, Basic-bathrooms, June 2012
Figure 63: How they shopped for bathrooms, Basic-bathrooms, June 2012
Sparklers (21%)
Figure 64: Factors influencing choice of bathrooms, Sparklers, June 2012
Figure 65: How they shopped for bathrooms, Sparklers, June 2012
Eco-warriors (13%)
Figure 66: Factors influencing choice of bathrooms, Eco-warriors, June 2012
Figure 67: How they shopped for bathrooms, Eco-warriors, June 2012
Style-conscious (28%)
Figure 68: Factors influencing choice of bathrooms, Style-conscious, June 2012
Figure 69: How they shopped for bathrooms, Style-conscious, June 2012
APPENDIX – BROADER MARKET ENVIRONMENT
Figure 70: Number of different bathrooms in the home, by demographics, 2011
APPENDIX – THE CONSUMER – OWNERSHIP AND PURCHASING
Figure 71: Bathrooms, shower rooms, wet rooms or cloakrooms at home, by demographics, June 2012
Figure 72: Bathroom purchasing and purchasing intentions, by demographics, June 2012
Figure 73: Bathroom purchasing and purchasing intentions, by demographics, June 2012
Figure 74: Bathroom purchasing and purchasing intentions, by demographics, June 2012
Figure 75: Bathroom purchasing and purchasing intentions, by demographics, June 2012
APPENDIX – THE CONSUMER – THE CUSTOMER JOURNEY WHEN SHOPPING FOR BATHROOMS
Figure 76: How they shopped for bathrooms, in-store and online, by demographics, June 2012
Figure 77: Most popular details of the bathroom shopping process, by demographics, June 2012
Figure 78: Most popular details of the bathroom shopping process, by demographics, June 2012
APPENDIX – THE CONSUMER – BATHROOM SPENDING ONLINE
Figure 79: Online spending for bathrooms, by demographics, June 2012
APPENDIX – THE CONSUMER – FACTORS INFLUENCING CHOICE OF BATHROOMS
Figure 80: Most popular factors influencing purchases of bathrooms, by demographics, June 2012
Figure 81: Next most popular factors influencing purchases of bathrooms, by demographics, June 2012
Figure 82: Other factors influencing purchases of bathrooms, by demographics, June 2012
APPENDIX – THE CONSUMER - TARGET GROUPS
Figure 83: Target groups, by demographics, June 2012

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